Why does Google Ads not always spend the budget allocated?

There are a number of factors but the most obvious one would be that if the market are searching for the keywords we are bidding on and engaging with your ads, they will spend. However if they are not searching for these keywords and there is no demand, then they will not spend.

If so, the marketing team will have to look at what keywords would be better suited in each campaign for the account to be optimised and what will best utilise your budget.